Hi and welcome. I firmly believe this lecture is going to be one of the most important pieces of information you've ever learned in your entire life period. This lecture is about communication, and how to get the message across in a way that each and every time you will be 100% understood. There won't be miscommunication anymore. You've been in a situation where you've had an argument with a close friend, or maybe your significant other, and in the entity arguments you to end up talking about the same thing, protecting the same ideas or principles. But initially, you didn't understand each other.

Well, this is just one scenario. Another one is you cannot express yourself clearly enough, and people don't get what you mean. In other words, you cannot communicate properly. This hurts your family life, your career in generally speaking your relationships. And you may now ask Okay, Are dumber. But what does this have to do with marketing?

Well, one mindset I would like to incorporate is that marketing is communication. If you're not good at it, you're doomed to fail. As you have noticed a teacher marketing meaning I teach you communication. You remember the classroom headlines, it's all about using the right words, trigger the right emotions and specificity, I feel obligated to help you become a better communicator, which would reflect positively not only on your marketing, but on your life in general. Let's get started. The concept I will teach you right now is called the letter of obstruction.

What does the letter of abstraction mean? Well, the more we evolve as human species, the more abstract ideas we use to communicate with and some people may say that's a good thing our minds evolve, but in reality Big dose of obstruction is often the reason why communication between individuals suffers. What I mean by that. Here is one example that will clarify everything for you. Take one orange as an example. We all know what that is.

It's an orange. That's at the very bottom of the obstruction letter. When they say for breakfast, I ate an orange idea say everybody would understand that. However, I will show you what happens when I climb the ladder a little bit, because I love oranges. And this is the only fruit I eat. Hmm, I find it helpful to call it fruit.

And I would assume people would understand me with here is what happens for breakfast. I ate fruit. What would you understand? Well, I might give Well, it's an apple or grape or anything else that is included in this category. Fruit Let's go a step further. And thinking, well, I love oranges.

I eat all the oranges. And why don't I call it just food? That's all I eat. For breakfast, I ate food. Well, this is even a broader category includes meat and bread and eggs, etc. The chances are close to zero to figure out what exactly I ate by saying for breakfast, I ate food.

This is of course, if you don't know me very well, but in marketing, attracting new prospects, they often don't know who you are. They don't trust you. They don't like you. Why do we do this obstruction thing because it makes us work less in our minds. You're not separately thinking about t shirt, shirt, pants jacket. And so instead we go all that close.

It's easier for us to say you remember, we like to To do things, to be a great communicator, you need to be aware of the letter of obstruction in use it consciously. I'm not saying you should only at the bottom level No, I'm saying that depending on the situation you're in, or the result you would like to get. You need to maneuver in the letter. Most of the people teaching marketing say, be specific, be specific specificity is vitally important, but they often don't go that deep into the topic. Now you know, how to be specific. If you want to make people understand you instantly.

Think about what you say and how you say it. Are you saying for breakfast? I ate an orange or are you saying for breakfast, I ate food in marketing. The more abstract we get, the less likely it is to create powerful message. opposite to that, the more specific we are in our communication, the less one It is there is going to be misunderstanding. This isn't orange, we are on the same page.

Apply the Knowledge from this lecture to your benefits create specific first level of the letter of obstruction benefits. So when prospects read, they say, wait a minute, this looks like exactly what I need right now. My favorite fruit isn't orange, and this guy is handing me one. Apply this concept to your entire sales copy. If you feel the need to go ahead and watch this lecture again. Thanks for watching.

I'll see you in the next lecture.